Our clients ask us one question all the time: What media mix will drive the most marketing impact? Now you can find that perfect media mix across Amazon’s media channels with the brand-new Amazon Marketing Cloud.
What Is Amazon Marketing Cloud?
This data clean room built within Amazon Web Services lets you upload your own data with no identifying info. It’s privacy safe because Amazon can’t export or access your data sets; they stay your own. And you can only link your data to Amazon’s anonymous and aggregated data to discover impressions, clicks and conversions.
What Does Amazon Marketing Cloud Offer?
Amazon explains Amazon Marketing Cloud “lets you uncover new marketing insights to maximize your campaign performance.” Find out how effective your marketing campaign is, discover the right media combination (what individual channels work best – and together – to accomplish your business goals) and identify your most engaged audiences, the ones most likely to buy.
What Are Amazon Marketing Cloud’s Benefits?
When you use Amazon Marketing Cloud, this valuable new tool helps you:
Understand Your Audience.
Learn about users who make purchases on Amazon.com and directly reach users exposed to your Amazon campaigns. See the path your consumers take from brand awareness to consideration to purchase by analyzing display, video, audio and search and the different types of audience interactions.
Get Robust Reporting.
Amazon Marketing Cloud lets you do more creative and innovative analytics that just weren’t possible in the past. Dive into event-level data sets, build queries, run custom analyses and explore trends and patterns to get a full and holistic view of cross-media performance.
Analyze Your Campaigns.
Get incredible detail about your marketing and measure the full scope of your efforts throughout the marketing funnel both on Amazon, and off. Examine your audience, campaign reach, frequency and attribution, plus campaign performance by media channel, audience segment, device, geographies and more. Understand the value of different media channels and how they can work together for the greatest impact to improve your campaign performance and drive business growth.
What Results Can You Achieve With Amazon Marketing Cloud?
Our client SpoonfulONE aims to prevent food allergies by offering a line of nutritional products geared to making food allergen introduction safe and easy for parents and babies. The company sells its products directly on Amazon and runs a significant amount of media in Amazon advertising.
Hungry for insights on what channels and tactics are driving sales, our SpoonfulONE clients wanted to see what they could accomplish with Amazon Marketing Cloud. That’s where we came in – to help them find the right media mix across Amazon’s media channels to drive more traffic and more sales.
Curious about what we uncovered? Watch and learn how we achieved stellar results.
Or read on to discover our significant and actionable findings:
Audiences who engaged with SpoonfulONE’s Sponsored Product ads and display ads were nearly three times more likely to make a purchase than those exposed to Sponsored Product ads alone.
Though the audience exposed to both Sponsored Product ads and display ads was only 4% of the total unique reach, it’s important to note over half the total purchases were made by this group.
Users who were exposed to both prospecting and retargeting tactics were also 13 times more likely to make a purchase than retargeting alone.
“While sales are the end game, we know awareness is really important for an emerging brand like SpoonfulONE,” says our Steven Urgo, data insights analyst. “Thanks to Amazon Marketing Cloud, we were able to generate unique insights for SpoonfulONE. We quantified the value-add of brand-building campaigns, demonstrated the contribution of different media channels and from there provided media planning recommendations.”
These unique insights turned out to be a boon. SpoonfulONE’s VP head of marketing Zoe Glade said, “Based on those insights, we shifted our strategy to include more upper-funnel tactics, and, in turn, expanded our reach and conversions among very qualified audiences. We’ve seen incredible results like better conversion rates and increased ROI.”
At Goodway Group, we pride ourselves on always being out ahead of the curve, always at the forefront of what’s coming next in digital advertising and evaluating new trends and testing new services and tools well before they hit the mainstream. If you’re curious about what marketing possibilities Amazon Marketing Cloud can unlock for you, contact us today for a complimentary assessment or to get started now. We can help you create an effective holistic marketing strategy to quickly find new prospects and drive more traffic and sales on Amazon.
Megan Crump is a senior director of client services at Goodway Group. Her deepest expertise is helping clients drive and measure leads and sales through all digital media channels. With 20 years of agency experience working with clients across industries, budget sizes and marketing objectives, she feels her day isn’t complete unless she’s exceeded client expectations with exceptional service or quantifiable campaign results.
The future of video and television is here: Connected TV (CTV) has married the beauty of programmatic tech with television content in ways that are critical to the new consumer journeys. Successful marketers now must consider the best content and format to reach and connect with their audience and create better viewing experiences. Yet, with the confusing and fragmented nature of the advanced TV landscape and new players entering the space all the time, how do you leverage CTV in your upcoming campaign? Follow these four steps:
Leveraging Connected TV in 4 Steps
Seek Out Quality Inventory.
The open exchange is riddled with fraud, which means programmatic CTV and video buying must adjust. Premium inventory is available, but to guarantee access, plan and buy multiple platforms and networks.
Apply linear television thinking to programmatic video buying. Traditional upfront buying – a committed spend in exchange for premium inventory – has moved into digital, and with it comes the need for advertisers to plan streaming video buys annually. By Q3 and Q4, a large portion of premium inventory is not available programmatically due to the upfronts that have already been secured; plan way in advance so you don’t miss out and leave your connected television and online video budgets open to fraud.
Or make private marketplace (PMP) deals. This programmatic inventory is more transparent and monitored for irregularities in performance, so advertisers can be assured a higher level of quality, and better pricing. Plus, these deals can be great opportunities to test new features and audience engagement.
Get to Know Your Audience.
Buy across multiple platforms or content providers. Focus your buying strategy by either platform or channel. Plan to buy either across several streaming video platforms or choose to buy a specific set of channel placements, based upon the content. For instance, you might buy Hulu, Roku and YouTube, which are unique platforms. Or you might buy inventory across Viacom, NBC and Freewheel, a Comcast company. Attempting to buy a mix of different platforms and content is possible, but it will be difficult to optimize frequency caps and serve relevant ads. Isolate one control variable to more easily deduplicate spend.
Also, get the complete details about your audiences’ media consumption habits. But know that most users don’t just watch one channel or device. Streaming video platforms share audiences, but each has unique demographic sets and inventory available. Streaming video platforms know their audiences better than a third-party data source. Understand the nuanced audience differences by platform or channel so you’re showing up at in the right place at the right time. Since behavioral targeting isn’t enough or always an accurate way of pinpointing streaming video audiences, include content targeting in your online video strategy.
Harmonize your streaming video strategy. Coordinate what people are watching (content), where (app/network) and how (device). Focus on video content that people are consuming by interest and type, select the right app or network based on where you want your brand to appear and expand to cross-device for maximum targeted reach to get in front of your ideal audiences at optimal times.
Focus on Mindset and Medium.
Beyond knowing who your audience is and where to reach them, get into their mindset to have an idea of when and where they will watch. Between Hulu, Amazon, Roku, YouTube and others, the list of premium video platforms is growing, and advertisers are missing out if they’re not meeting their targeted audience here when they’re streaming in the same way they would with traditional network television budgets.
Design attention-getting creative assets that have the power to cut through the clutter, ones that will most appeal to and engage your audience.
Engage Measurement Tools and Technology.
As programmatic video buying moves away from buying with singular demand-side platforms (DSPs), advertisers will need to engage measurement tools and technology to show value in the coordinated approach across platforms or channels. Whether DV360, Amazon, Roku or other premium over-the-top (OTT) and CTV services and platforms, take advantage of their offerings.
Also, be sure to think like a traditional television buyer and invest in more tools, such as Nielsen, Lucid Brand Lift, Polk, Ibotta, Oracle and Foursquare among others to gain good insights and to get a wider perspective on how your campaign is performing and how to optimize for more success.
Choosing the Right Connected TV Partner
Connected TV is still a growing medium. So choose a CTV partner with these positive attributes:
Unbiased Media Inventory
Go with an unbiased company that doesn’t own media content and stations to run the best media for your target audience. Companies can prioritize their owned media outlets over others whether it’s in your best interest or not, especially if there are shareholders to please and any profit to be gained.
Seek out a vendor that has a wide footprint and sources media across all distributors and publishers. When you look at most legacy cable-based full-episode player (FEP) vendors, they often only reach select pockets of the U.S. population, even if combined with other cable companies. Partners with a limited footprint could provide skewed audience data as their delivery may be misaligned by large cities in scattered pockets throughout the country.
Go with a provider that offers a solution that seamlessly integrates with its tech stack. Some CTV vendors are amalgamations of other companies whose systems aren’t integrated or are based on tech founded in other channels, like display. These technical issues can cause glitches in your campaigns or reporting.
Our connected TV solution has all these positive attributes and solves the challenges marketers face with advanced TV. Want proof?
When one of our auto clients added our solution to current campaigns to see if they could get a lift in conversions, they saw an 86% lift in household outcome rates and an 8.08% lift in total household outcomes compared to display outcome alone. We quantifiably increased lower-funnel website traffic and drove a significant increase in outcomes.
To discover how we can help you too reach the connected TV audience that matters to you and drive real business outcomes, let’s talk now.